The warm weather is coming, and summer will be here before we know it, so now is a great time to start planning your summer promotions! June 21st is the official “First Day of Summer”, so it’s time to let your customers know about it with summer menu items and promotions to celebrate those refreshing beverages. With schools getting out and the absence of all night studiers needing their caffeine fix, many Cafés have to adjust for a different customer base.
Get your customers to vote from 4 different types of “summer” beverages to add to your menu on the first day of summer. On the weekend of June 21st, bring in the new menu item with a bang by offering specials on it and pairing it with tasty snacks from your shop. We suggest getting them to vote from options you don’t offer year round like a flavored iced latte, a flavored iced chai, a summer smoothie, a frozen lemonade or a flavored iced tea. Make these drinks fun by giving them summer or tropical themed names!
Iced beverages become a favorite when the temperature rises. You should continue to offer your same delicious coffees, but make sure they are all available iced. There are many different ways to create iced coffees: the Toddy process, chilling espressos, pour over methods, concentrates, etc., so there is no excuse for you to not be offering this delicious coffee option! To inspire regulars to try iced coffees, give coupons to customers who buy morning drip coffee. Have the coupon set for use in slower, afternoon hours to encourage those morning customers to come back.
Designate a week of Summer called “Iced is Nice” and offer discounts on iced beverages. Whether iced coffee, Italian sodas, flavored teas or lemonades, get your customers to celebrate by trying all your refreshing drink options! Flavored Teas and Italian sodas are a great way to make drinks with syrups you already have. Our vendor DaVinci reports that 55% of those who drink iced tea would be likely to try a flavored iced Tea. If your café serves iced tea already, adding extra flavor can add to the menu price without costing you much at all (and increasing profits for your shop)! Flavored Teas are also a “healthier” alternative to all the sugars and calories that can be loaded into coffee drinks or smoothies. This is a great way to appeal to your more health conscious customers.
Father’s Day is June 16th this year, and just like with Mother’s Day, encourage your patrons to bring their parent in for a drink with a BOGO promotion. If they buy something for themselves, they get a free one for their father! Offer $2 off on your retail coffee for gifts the week before. Remind customers that freshly roasted coffee is a great gift for any occasion, especially for a Dad! And don’t forget to offer gift cards for sale!
If there is a pool or other popular summer venue near your shop, reach out to them for co-op marketing opportunities such as hanging up flyers and posters for your events and promotions. Remind their guests how easy it is to drop by your shop on their way to or from the pool or concert. Summer is a big time for festivals and outdoor events. Try to volunteer or set up a booth with your shop’s name prominent and some of your iced coffee for sale. This will show your involvement in the community and help you reach out to potential new customers.
Smoothies are very popular in the summer months (see our newest blog on why you should make them a part of your menu). Consider a smoothie “Happy Hour” with discounted smoothies from 4 pm to 7 pm. This will give customers a reason to come in for a treat after work, or a day running errands.
The important thing when having special events is to market them properly. Social media blast your followers, set up flyers, table tents & posters, and have your baristas reminding customers of all your specials. Ask customers to “check in” with Foursquare when they visit your shop for an extra discount off their purchase! Set up a “social media special” for customers who write reviews for your shop on Yelp, Google +, Facebook or any other review site. Have them show you their review for a percentage off their coffee. This will help you get more marketing out about your shop and bring in new customers!
Here at Stockton Graham & Co., we are always looking to help our customers grow their business with new trends and new ideas. Call our Customer Care Associates today at 800.835.5943 to learn about our Summer product promotions, new ideas to market your shop, recipes or to place your order!
Check out our other blogs on Summer themes!: